Where is technology taking the world of public relations?

Technology is no doubt changing the world. The way we interact and communicate with each other is completely different than it was 20 years ago. In the PR industry, technology has completely changed the game.

For one, social media has created many opportunities for public relations. The ability for two-way conversation allows PR professionals to understand their audience and truly cater their message. The ability to interact with an audience allows for positive public relations. As well, with all the different social media networks, it is easier to reach specific audiences in different ways. For example, more mature audiences are more active on Facebook, while younger audiences are more active on Snapchat or Instagram.

Another impact that technology has had on PR is the wealth of information. Big data is on the rise and it allows companies to store information about their audiences. Every click turns into data stored into a user profile. PR professionals can use this information to understand their audiences better. For example, Google Analytics tracks the habits and traits of every visitor to any website. PR professionals can use this information to help their clients keep their audience engaged. Google Analytics also can track how visitors get to a website, which allows PR professionals to strategically plan their promotions.

Search Engine Optimization is another big technological advance for the public relations world. Tools through a website or through Google can use keywords to increase traffic to a website. Increasing SEO allows more internet users to stumble upon a website somewhat organically, without being referred.

These technological advances have created a higher demand for professionals who can specialize in these different areas. Millennials benefit most from this. They are more likely to get hired for positions that use technology to benefit public relations simply because they grew up tech savvy.

For anyone in this field, falling on tech trends behind could ruin your career. New social platforms are created all the time, so failing to learn or to consider its potential could create a marketing myopia between you and your client. No one can predict which social platforms will become mainstream, so to keep up, you must assume that all of them can.

This article predicts that to stay ahead of the curve, companies will have specialized experts that work remotely. Specialization creates experts that can help set a company apart. Working remotely will help companies cut costs so they can spend in places that really matter – like hiring more experts. It will also allow companies to hire content creators fulltime, rather than just freelancing them.

Technology is moving so fast, that the only way to get ahead is to keep up. The innovators and early adaptors will reap the benefits when it comes to integrating technology with public relations.